TOP ACTIONABLE SALES TAKEAWAYS:

Act surprised and maintain confidence when faced with resistance on price; don't normalize discounts or concessions easily.

Make each concession painful for the customer; show that every request comes with effort and negotiation, preventing them from expecting easy wins.

Act as if achieving approvals for concessions is difficult and uncertain, emphasizing the rarity and challenge of gaining internal approvals.

Finish negotiations in two parts if necessary, using options to force a final trade-off that emphasizes the value of each choice, encouraging a more strategic decision-making process.